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Research papers

Consumer coping behavior during hard times

This paper reviews two consumer coping studies conducted during the Asian economic crisis of the early 1990s and the present Asian economic crisis at the end of the 1990s. Drawing on the analysis detailed in this report conclusions and...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Author: Eduardo L. Roberto
June 15, 1998

Research papers

The Yin and Yang of branding

This paper examines the applicability of a Western-derived model of brand equity measurement to Asia/Pacific cultures, with reference to a large-scale validation exercise - both qualitative and quantitative. The authors demonstrate that the overall...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Roger Banks, Joseph Debacq, Rachael Tan
June 15, 1998

Research papers

Asian values

Personal values are a valuable tool in differentiating people and market segments. For many the concept of Asian Values has been offered as a reason why things are done differently in Asian countries. This paper looks at data from a study carried out...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Author: John Gabriel
June 15, 1998

Research papers

Advertising effectiveness, so now we know

This paper sets out to review a number of important issues in advertising and media in Asia. The introduction is taken up with describing some changes in marketing and advertising practise in Asia over the past ten to fifteen years. The impacts of...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Author: Tim Foley
June 15, 1998

Research papers

From a thundering roar to a simpering meow

This paper presents the impact of the economic crisis in Asia (which has been labelled ‘Tiger Economy’) and how it is affecting consumers in Indonesia Malaysia and Philippines in terms of their outlook of life lifestyle and values. Apart...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Sylvia Habulan, Moira Manurung, Ng Lay Choon
Company: Nielsen
June 15, 1998

Research papers

The new generasians™

Youth-focused research studies of the past have been less than comprehensive in their coverage of the Asia Pacific region. It has been left to marketers and advertisers to decide whether the findings of North American or European studies can be...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Anthony Dobson, Duncan Morris
Company: Nielsen
June 15, 1998

Research papers

The growth of market research in Asia and effects of globalization

This paper estimates the size of the market research industry and relates size and growth of the industry to (.DP, C.NP per capita and to the advertising industry with comparisons from developed countries in Europe and elsewhere. Analysis has shown...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: John Smurthwaite, Henri Wallard
Company: KANTAR TNS Malaysia
June 15, 1998

Research papers

Can CATI break down the Asian front door?

This paper discusses why CATI (Computer Assisted Telephone Interview) has yet to be adopted in Asia to the extent it has been in the United States and Europe and highlights the scope for such a development in the immediate future. It explains how...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Guy Potter, Kurt Thompson
Company: The AMI Company
June 15, 1998

Research papers

Another street car named desire

The traditional method of face-to-face interviewing in India has clear advantages. However, questions arise in its applicability to all types of research can it be used to get feedback on personal topics? How feasible is it when one needs continuous...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges
Authors: Nikhil Rawal, Aparajita Basu
June 15, 1998